BA_CPM Cultural production and marketing

University of Finance and Administration
Winter 2025
Extent and Intensity
2/0/0. 3 credit(s). Recommended Type of Completion: z (credit). Other types of completion: zk (examination).
Teacher(s)
PhDr. et PhDr. Kateřina Rathouská Štroblová, Ph.D. (seminar tutor)
Guaranteed by
PhDr. et PhDr. Kateřina Rathouská Štroblová, Ph.D.
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Mgr. Petra Dovhunová
Timetable of Seminar Groups
BA_CPM/pECMCPH: each even Thursday 12:15–12:59 E306, each even Thursday 13:00–13:45 E306, each even Thursday 14:00–14:44 E306, each even Thursday 14:45–15:30 E306, except Thu 30. 10. ; and Fri 21. 11. 10:00–11:30 EXKURZE, Fri 5. 12. 10:00–11:30 EXKURZE, K. Rathouská Štroblová
Prerequisites
English. min. level B2
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The course offers students an opportunity to explore the intersection of creativity and business within the cultural sector. It provides students with an understanding of how cultural products are created, promoted and consumed in today’s diverse market. Through a combination of theoretical knowledge and practical skills development, the course explores the intersection of culture, creativity, and business, equipping students with the knowledge and skills to navigate the complexities of cultural industries.
Learning outcomes
Students will learn to analyze cultural trends, develop marketing strategies for cultural products, and explore the impact of globalization on cultural production. The course encourages critical thinking, creativity, and an appreciation for the role of marketing in shaping cultural experiences.
Syllabus
  • 1. Introduction to Cultural Production and Marketing
  • 2. Author – Consumer – Audience – Client
  • 3. Branding and Indentity
  • 4. Non-profit organisations
  • 5. Fundraising
  • 6. Social Media Marketing
  • 7. Cultural Influences on Consumers
  • 8. Public relations
  • 9. Price
  • 10. Marketing of Cultural Heritage and Tourism
  • 11. Marketing Strategies for Cultural Organizations
  • 12. Public and Media Relations in the Cultural Sector
Literature
    recommended literature
  • KOLB, B. Marketing strategy for the creative and cultural industries, London 2021
  • MOOIJ, M. Global marketing and advertising: understanding cultural paradoxes, 2022
  • McCORMICK, R. Marketing cultural and heritage tourism: a world of opportunity, London 2016
  • JHA, S. Marketing non-profit organisations, Mumbai 2009
  • SCHROEDER, J. Brand culture, London 2005
  • Ryan, D. Understanding digital marketing, London 2021
  • COLBERT, F. Consumer behavior and the arts: a marketing perspective, London 2022
Teaching methods
Lectures, discussions, practice activities
Assessment methods
mandatory and active participation in seminars final project
Language of instruction
Czech
Further Comments
The course can also be completed outside the examination period.
The course is also listed under the following terms Summer 2025, Winter 2026.
  • Enrolment Statistics (Winter 2025, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2025/BA_CPM